In 30 seconds:
- Looking for the top 10 vegan beauty influencers? We’ve got the whole list and more.
- We’re diving into how to work with each of these green beauty queens for maximum campaign ROI.
- Why are vegan beauty influencers so important for your strategy? We’re taking you through it.
Vegan beauty influencers are growing (and glowing). These online gurus are helping their followers understand what plant-based or cruelty-free beauty products to purchase and how best to use them. Thanks to the unprecedented advancement within the vegan beauty industry, the competition is getting hotter, and the stakes are getting higher.
MarketGlass predicted that the global vegan cosmetic industry will be worth a staggering $21.4 billion by 2027, and that rise is not likely to slow down. There is a huge demand for more of these products (56% of shoppers want to see more vegan-verified items across all cosmetic and toiletry sectors), and that demand is even higher among young audiences.
Young people are leading the call for vegan cosmetics, with 32% of Gen Z and 28% of millennials interested in trying them. It’s an ever-expanding market, so if you’re hoping to make a splash, your brand needs to know how to stand out. Your secret weapon? Vegan beauty influencers.
Why should you partner with a vegan beauty influencer?
The beauty industry has already begun to harness the power of social media content creators, with almost 60% having an influencer marketing strategy in place. Why? Because influencers build trust with their followers.
Vegan beauty brands looking to build consumer confidence should partner with clean beauty influencers to make authentic, honest and informative content. This will increase reach, nurture leads and eventually skyrocket customer acquisition.
But there’s a catch. Marketers shouldn’t just choose influencers based on follower count. You need to collaborate with creators who share your values, match your product ideals and understand your ethos. How do you know which creators to look at? This article is your cheat sheet. Here are the top vegan beauty influencers of today and how you can partner with them to get your campaigns optimised, efficient and radiant.
TikTok Vegan Beauty Influencers
TikTok beauty influencers have the highest average follower numbers and engagement rates compared to other channels. The vegan and cruelty-free beauty influencer scene is relatively new on the app, giving your brand the perfect opportunity to reach niche communities who want to listen and engage with your content. Here are our top picks.
1. Nicole Whittle (@veganbeautygirl)
TikTok: @veganbeautygirl (85.5K followers)
YouTube: Vegan Beauty Girl (12.4K followers)
Instagram: @veganbeautygirl (32.6K followers)
Nicole Whittle is a vegan beauty blogger and influencer who shares tips and ideas around her vegan lifestyle. She is best known on TikTok for her vegan beauty recommendations, vlogs and restaurant reviews. Her content is diverse yet still keeps the same tone throughout her messaging.
How could you partner with them?
Nicole is known for her straight-up, “real” posts with vlogs that give snippets into her day-to-day life. Her reviews are honest, and her hacks are genius. Any brand collaborating with her must ensure she has creative freedom to give her followers what they want to see. In turn, your influencer campaign would be gaining significant reach and building trust with TikTokers who care about veganism.
@veganbeautygirl would you try this out?? #plasticfreebeauty #lushuk #plasticfreeuk ♬ Monkeys Spinning Monkeys - Kevin MacLeod & Kevin The Monkey
2. Jennifer Wood (@crueltyfreemakeup)
TikTok: @crueltyfreemakeup (36K followers)
Instagram: @crueltyfreemaakeup (5.2K followers)
Jennifer Wood or “Jenn” is a cruelty-free influencer specialising in makeup and skincare tutorials, reviews and tips. She also talks about beauty brands in the news and whether they are changing their guidelines to become cruelty-free. For example, recently, Rimmel just announced they are “Leaping Bunny Approved”, and she did a celebration video on that.
How could you partner with them?
Jenn is serious about the causes she believes in. Young consumers are demanding that brands should be ethically and environmentally conscious. Remember, 52% of TikTok users globally are between 18 and 24. So, to capture young users’ hearts, brands should collaborate with someone like Jenn and speak out about the ethical issues that are so relevant to the vegan beauty product conversation.
@crueltyfreemakeup PR Gifted @koparibeauty the glowiest non greasy sunscreen ever!! #koparibeauty #sunscreen #crueltyfreesunscreen ♬ kiss me more - no
3. Emily Mazza (@emazza)
TikTok: @emazza (210.8K followers)
Instagram: @makeupbyemazza (3.1K followers)
Emazza, AKA Emily Mazza, is a makeup artist who only uses cruelty-free brands. She built her channel by using affordable products in tutorials and makeup routines. Since she’s a phenomenal makeup artist, her page is full of stunning looks, beauty tips and fun inspo. TikTok Trends seem to feature a lot in her content, as she leverages popular TikTok music and viral hashtags to create watchable videos.
How could you partner with them?
Emily Mazza uses the comments section to connect with her audience and reply directly to them. 77% of TikTok users say they read the comment section, so this is where you should be too. If you’re looking for long-term customer acquisition and to boost brand loyalty, you need to engage with users to build strong relationships and a stellar community. Partnering with a vegan beauty creator like Emily is the perfect opportunity for brands to learn about potential customers through an already highly engaged influencer audience.
@emazza Im so bad at these im sorry 😂💄
4. Frankie Darling (@frankiedarling3)
TikTok: @frankiedarling3 (40.6K followers)
Looking for an edgier side to vegan? Frankie Darling might just be the influencer you’re looking for. Her glam makeup looks are killer (without any killing). Her videos don’t include much talking – she lets the products and her makeup artistry do that. Past collaborations include Charlotte Tilbury and Anastasia Beverly Hills.
How could you partner with them?
If you want to let your products shine, Frankie’s your girl. She works with cruelty-free and vegan brands so her followers know she won’t promote anything else. Her videos are highly curated and consistent, so brands must stay in line with this. Only then can they boost their reach to her 40.6K followers.
@frankiedarling3 Quick & cool lookkk for a Friday night 😈 #grungemakeup #editorialmakeup #crueltyfree #veganmakeup ♬ Black Sheep - Metric
Instagram Vegan Beauty Influencers
Instagram is a thriving hub of beauty talent. Since it is the original aesthetic-fuelled social media platform, beauty influencers have flocked to it to show their skills and create a flourishing community. So which vegan beauty influencers are worth following on the app?
5. Demi Colleen (@demicolleen)
Instagram: @demicolleen (24.6K followers)
TikTok: @demicolleen (1.3K followers)
Demi Colleen is a multi-award-winning content creator. Her content is charming, colourful and oh-so calming, plus incredibly relatable. She posts plenty of skincare, makeup and lifestyle product reviews and is also one of the best sustainable beauty influencers out there. She classes herself as “sustainableish” on her TikTok, which is an honest representation of her efforts to be more environmentally friendly. She’s often referred to as the SPF queen due to her hashtag – #twofingersfull, where she recommends everyone to wear at least two fingers full worth of sunscreen every day.
How could you work with them?
When Demi isn’t creating her content on social media, she’s blogging. She has more reach than initially visible. She is also frequently tagged in skincare posts with #demicolleenrecommended, meaning there is huge potential for user-generated content. Brands could work with her to increase brand awareness through a carefully crafted UGC campaign.
6. Beck (@bottled.blue)
Instagram: @bottled.blue (12.1K followers)
TikTok: @bottledblue (1.2K followers)
YouTube: Bottled Blue (13.9K subscribers)
Bottled.blue (also known as Beck) used to have the channel “cruelty free Becky”, but has changed her main account to bottled.blue. Her vegan content ranges from vlogs, recipes and lifestyle videos to makeup, skincare and beauty. Her Youtube channel is also popular and she traverses both platforms. She has also starred in @veganbeautygirl’s podcast – Susty in the City, talking about sustainability and green beauty in metropolitan life.
How could you work with them?
Her content has a distinctive feminine energy that makes Beck truly unique. Her videos can often centre around location (she is based in London and gets out and about). For example, in this video she vlogs about exploring Herne Hill in the city. Although online shopping has changed how we make purchases, studies show that consumers still prefer to visit shops in person. Brands looking to harness the power of experiential marketing in specific locations may want to partner with someone like Beck to increase awareness.
7. Emma K (@emmasditto)
Instagram: @emmasditto (18.3K followers)
TikTok: @emmasditto (3.8K followers)
YouTube: Emma’s Ditto (1.76K followers)
There’s a reason behind Emma K’s influencer name, ‘Emma’s Ditto’. She explains that “Shopping cruelty-free and eating vegan food has not meant I miss out; I still live my life in the same way as before I went vegan, just by making compassionate swaps. I call this my ditto”. She’s a vegan lifestyle enthusiast and believes that going vegan should not be a compromise. She has even made a vegan brownie company called Ditto Bakes to show that vegan brownies can be just as good as non-vegan.
How could you work with them?
Emma K is leading the vegan movement by educating her followers on Instagram. Brands can jump on board this education train and be completely transparent with potential customers about their products. Her videos are authentic, honest and up-front, so having your brand featured here would mean the same.
Youtube Vegan Beauty Influencers
Vegan Youtubers tend to produce longer form, more in-depth content than what you might see on your Instagram feed or TikTok FYP. Although you have only a short amount of time to hook young audiences in, studies show that Gen Zers and millennials still have the capacity to watch hours of content at a time (between 5 and 6 hours a day). Brands can partner with Youtube vegan beauty influencers to engage with younger audiences on a deeper level and reap rewards. Here are the creators to look out for.
8. Kristen Leanne
Youtube: Kristen Leanne (582K subscribers)
Instagram: @kristenxleanne (726K followers)
Kristen Leanne speaks about cruelty-free beauty products on both her Youtube channel and Insta account. But on YT, her personality comes alive with long vlogs, makeup tutorials and deeper looks into her daily life. Speaking out about wellness is a big thing for her; she has recently shared her journey with motherhood and babycare. She sometimes describes her videos as “honest af” and posts vulnerable videos like her miscarriage and healing journey. This builds strong, trusting and authentic relationships with her followers.
How could you work with them?
Since Kristen’s channel is full of honest reviews of cruelty-free products, brands could seek to get their own products reviewed on her channel. The trick here is to make sure it’s truly honest. Kristen is very real with her content, so any ” loaded ” review will seem out of kilter. To earn the trust of her followers, brands need to let her have creative freedom to make content around their products easily. Then you can access her trusting audience and get better ROI on your brand awareness campaigns.
9. Tashina Combs
Youtube: Tashina Combs (31.4K subscribers)
Instagram: @logicalharmony (74.3K followers)
Labelled as “the world’s most trusted source for cruelty-free, vegan lifestyle and beauty”, Tashina Combs is shaking up the vegan world with spooky, edgy and educational content. She states her content is a “mix of product reviews, product roundups, global news updates, recipes and more”. She’s been featured by the likes of Refinery 29, Petit Vour, Cosmopolitan UK and Humane Society International.
How could you work with them?
Tashina has a distinct style with edgy looks and grunge aesthetics. This would work well with certain brands and not so well with others. Making sure your brand aligns with hers is key here. She also has a website with numerous cruelty-free shopping guides and brand lists of vegan products. Potential consumers look at these lists based on their trust in Tashina, and brands featured could benefit from greater reach and consumer confidence.
10. Hannah Weseloh
Youtube: Hannah Weseloh (16K subscribers)
Instagram: @hannahweseloh (79.1K followers)
Hannah is another YouTuber with a high follower count on Insta. She shares content on fashion, beauty and lifestyle that are all vegan and cruelty-free. From haircare to skincare and fashion to wellness, she posts a varied amount of content to suit all kinds of follower needs. She hosts a beauty blog called Hello Hannah, sharing beauty reviews and life musings. Hannah is also a panel member on The Vegan View – a vegan podcast hosted on Youtube.
How could you partner with them?
Hannah has her fingers in a few pies, including The Vegan View podcast where she pitches in on vegan discussion topics. Brands looking to ace their brand awareness campaigns may want to work with her to promote their products in several places. This could increase impressions as long as you implement relevant CTAs to send users in your brand’s direction. Only then will marketers have the chance to optimise follower growth.
Priming your influencer campaign for success
You now have the top vegan influencers on TikTok, Instagram and Youtube in your back pocket. What’s next? It’s time to start your outreach and find the perfect influencer for your brand. To maximise your ROI and stay on target, you need to understand which creators are a match with your brand. You can find out through lengthy research and metric analysis, but even then, it can be a bit tricky to know who’s on board and who isn’t.
We made it a little easier. Our in-house data and insights tool, Bytesights, is a game-changer for influencer research on TikTok. Its powerful social listening capability allows us to pick the best influencers for our clients, no matter what campaign they are looking to nail. But it’s more than just an outreach tool. This award-winning system also tracks active influencer campaigns, managing their progress in real-time and giving you current data that will instantly inform your marketing decisions.
Want to know more? Get in touch to find out how Bytesights could help you nail your ROI on every influencer campaign.
Need more influencer insights on all things vegan? These green goodies will keep you in the know:
